Give, and Thou Shalt Receive

A newsletters (ahem) can be a valuable part of an organization’s overall marketing plan. It portrays confidence, competence and relevance. But few people jump to sign up for a newsletter; the specter of repetitive contacts doesn’t build excitement. To really spur engagement, you need to lure them with something they value. You want their data. But that data isn’t free.

You can go about this a variety of ways. You could provide a white paper with “56 Industry Secrets” that can be instantly downloaded when the customer fills in their contact information. You could run a contest or giveaway that requires an email. You can tease “subscriber-only” benefits to encourage folks to sign up. Whichever direction you go, remember that the promise of a newsletter probably won’t whet many appetites. As with most relationships, you’re going to have to give before you get.